Ad Campaigns
JBL launches its latest ‘Mute The World’ campaign
Mumbai: JBL recently launched its latest digital marketing campaign titled ‘Mute The World’, roping in Indian Premier League 2023 superstars Rinku Singh and Yashasvi Jaiswal. The campaign aims to promote the idea of disregarding unwarranted criticism and instead focus on one’s own life journey, drawing parallels between JBL’s Tour One M2, JBL Live Pro2, JBL Tune Beam & Buds, and JBL Tune 770NC, which effectively drown out unwanted ambient noise.
Conceptualised and executed by Grapes, an integrated communications agency, the campaign salutes the grit, resilience, and hard work of the two Indian southpaws. Rinku and Yashasvi who come from humble backgrounds, scripted a phenomenal performance this IPL emerging as perhaps the two breakout stars of this season. Their story resonates with JBL’s proposition of “Mute the World” drowning out any unwanted noise (criticism at the hand of trollers, ex-players, and internet experts in the case of these players) acting as a deterrent in the realization of one’s strength and caliber.
The campaign consists of two separate films featuring Rinku Singh and Yashasvi Jaiswal that have been rolled out across social media platforms for driving amplification of the film.
Commenting on the campaign, JBL India head of digital Akhil Sethi said, “JBL has always celebrated success stories. Despite facing significant backlash, the resilience shown by the two cricketers, Rinku Singh and Yashasvi Jaiswal, is a moment of reckoning. Their ability to rise above criticism serves as an inspiration for others, encouraging them not to be deterred by negative comments. In line with this, we have chosen to collaborate with these two athletes to amplify our ‘Mute The World’ campaign.”
Sharing her insights into the campaign, Grapes co-founder & CEO Shradha Agarwal said, “It was a great experience working for the campaign as it pushed us to ingeniously integrate the assets of the cricket personalities, and brand to underscore the core messaging of JBL. We wanted to breathe a fresh perspective into the already established ‘Mute the World’ property of the brand. Hence, we metaphorically depicted the message of muzzling the outside noise that helps in recognizing and harnessing the positive energy within, for emerging with flying colors in the end.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
